BOH brings music and Mother Nature to the younger generation

The brand launched a new music-based platform, Boh Muzik, to propel the its ready-to-drink products to a younger demographic. The multi-platform campaign was created by M&C Saatchi with strategic partner Universal Music.

Encompassing on-the-ground activations, digital and traditional media vehicles, the campaign allows the public to enjoy free music downloads, meet their favourite local acts in person, win prizes and take part in music video parody contests.

“While the main target is youthful, music is a universal language appreciated by everyone,” said Chen Chaw Chang, head of marketing for Boh. “This is the most relevant and entertaining way we can engage and connect with a new generation of Boh tea drinkers.”

Among the local favourites to be featured in the campaign are Reza Salleh, Azenders, One Buck Short and Bunkface.

The household brand also unveiled the Boh Forest Friends programme, a joint collaboration between Boh and WWF Malaysia, as a way to promote environmental and conservation awareness.

Targeted to secondary school students, the programme is a digital online environment where students can join, have fun and at the same time learn about the importance of Malaysia's natural forests, entire ecosystems, and how flora and fauna thrive.

M&C Saatchi also created an interactive website and supporting collateral.

“With this program, we hope to educate and promote awareness to the kids on how to conserve and preserve our forests, in the hope that a positive change of attitude towards the environment can be achieved to build a greener future for everyone,” Chen added.